How to Create
Lead Management Systems,
Nurturing Tactics and
Closed Loop Measurement
From the Ground Up
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Bill Rozier, VP Global Marketing
Ciena Corporation
Tuesday, October 30, 2007
“This is Our Story”
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1
How
Demand Generation
Created a Culture
of Marketing Leadership
at Ciena
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3
Along the Way…



Most Read Marketing Report
How Cultivation Produced $10 Million Lead
Marketing’s Quarterly Executive Report Card
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2
Reality of the Focus…
$120 Million Marketing Funnel
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5
Ciena Marketing at a Glance
35+ Ciena Marketing
Global Programs, Events, Digital Properties,
Strategic Messaging, Design, Product
Marketing, Segment Marketing, Competitive
Marketing, Strategic Planning, Executive Demo
Labs, Channel and Partner Marketing
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3
Our approach
Ciena Builds the Worlds Great Networks
Mobility
Voice
Video
Data
Storage
Global network
as the common delivery vehicle
for all services
Compliance
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VOIP
Grid
tv
!
BC/DR
7
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Our company
The Company We Keep
We are experienced
Two-thirds of the world’s
largest service providers
rely on Ciena
A leading supplier
of optical Ethernet
to cable/MSOs
Chosen for mission-critical
networks for Global 2000
enterprises in retail,
healthcare, financial,
transportation and other
industries
World’s largest government
network and numerous
R&E networks
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World-class, global
partners
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4
And the Story Begins…
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Ciena Marketing Before 2004
Tradeshow
and
Press Release
Department
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5
Ciena Marketing in 2004
Not Good
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Ciena Marketing in 2004



Low Morale
Low Credibility
Low Impact on Business
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6
The Big Idea
Marketing's Rebirth at Ciena…
Change The Vocabulary
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The Big Idea
Marketing's Rebirth at Ciena…
Eliminate Subjective Terms
and
Champion Numerical Equivalents
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7
Ciena’s Marketing DNA
For the Big Idea…



Web First Marketing Team
Leads for Life
Be Relevant
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15
Let’s Talk About…
Web First Marketing
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8
Ciena’s
Most Read
Marketing Report
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17
First, Active Visitors and Named Accounts
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Next, What Pages are Named Accounts
Looking At…
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What Products are Named Accounts
Looking At…
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What are Competitors Looking At…
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Let’s Talk About…
Leads for Life
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Leads for Life…
Cultivation is King
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Cultivation is King…
To be Relevant
is to be
Rewarded
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12
Auto Cultivation Flow Chart
FlexSelect Ethernet Cultivation
Campaign 4
Group B : Got Ethernet papers
Campaign 5
Includes leads from BnJ Micro -site .
Excludes leads from Breeze downloads until
offer is Kaon Demo .
Group A : No Ethernet papers
Includes leads from breeze downloads on
ciena .com & leads from events
Developed:
21 emails
3 landing pages
Sent total of 92,639
emails
Touch 2 – 2 days
Touch 3 – 4 days later
C1V07
7. Learn More
C1W07
8. You’ve Heard , Read and now See it !
Yes
Reminder :
Non-opens
after 7 days
C1V07
1. Landing Pg
Survey E
Industry ?*
Job Function ?
No
C1V 07
C1V07
6e. Thank You for
Your Interest
Email Offer : Link to
download papers
7a. Learn More
Reminder
Abandoners :
Clicked Thru , Did
NOT submit
C1V07
3 days later
Touch 4 – 3 days later
Touch 5
TeleMktg
C1W07
15. Not interested in
demo
Download data
sheets
Include Kaon offer
C1X07
10. Your interested in
access
Include
- Network Diagram
- Library of specific content
C1W07
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No click -thru
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14. Not interested in
the papers .
View Data Sheets /
Resources
Include papers offer
C1W07
Same day
All leads who submitted
Landing Page 2 will route to
TeleMktg
C1W07
16. Didn’t Submit the
form.
Submit form and we’ll
give you a USB Drive
FSE Library
ciena. com
page
Lists all content
grouped by part
of network :
Access
Metro
Service Edge
Core
( existing Ciena contacts in DB
Audience : NA /CALA /APAC
C1X07
9. Thank You for Interest
Email Offer :
Link to Kaon Demo
Email Offer :
-Vision Paper
-Business Case
3 days later
FlexSelect Ethernet Launch Announcement
Yes
2. Landing Pg
Survey D
-What part of the
network are you
most likely to
deploy ethernet ?*
(many of many )
-Budget ?* Y/ N
C1W07
8a. You’ve Heard ,
Read and now
See it !
Reminder
Email Offer :
Kaon Demo Ciena City
Submit
form
Touch 1
Launch Feb 26
(Vtrenz)
Submit
form
Touch 1
C1S07
Campaign 2
2. Announcing FSE Email
View Telecom TV Video on
ciena .com (no survey
submission ) – create microsite
Register for LightReading
March 7 webinar
Attendees in Bose headset
drawing
Group : Non -opens
Launch March 6 – 1 day
before event
Registered
with Light
Reading
Non-Responders
Touch 2
Touch 2
C1U07
3. View Replay of Webinar
Reminder :
Non -opens
after 7 days
Add to Group A :
No Ethernet papers
Attended
LightReading
webinar
Yes
No
No
C1T 07
Touch 2 C1T 07
5. Sorry , We Missed You
4. Thank You
Reminder :
Non -opens
after 7 days
Offer : Vision Paper &
Business Case Paper
Offer : Vision Paper &
Business Case Paper
Offer : Link to archived
Webinar on LightReading site
Yes
Yes
C1T07
C1T07
C1U07
3a. Don’t Miss
out!
Offer : Link to
archived Webinar
on LightReading
site
Registered for
LightReading
webinar
Replay
Reminder :
Non-opens
after 7 days
No
No
4a. Don’t
Miss out !
Offer: Vision
Paper &
Business
Case Paper
Yes
1. Landing pg
Survey B
-Industry ?*
-Job Function ?
Yes
C1T 07
4a. Don’t
Miss out !
Offer : Vision
Paper &
Business
Case Paper
6 Thank You for
Your Interest
Email offer : Link to
download papers
Add to Group B :
Got Ethernet papers
Weekly List sent to
Daniela for
Fulfillment
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Best Email Ah-ha!
Those that clicked on link to
view video / linked to micro -site
Send email 3
C1S07
1a. Still Time to Register
Register for LightReading
March 7 webinar
Attendees in Bose headset
drawing
Campaign 3
)
Audience : EMEA
C1S07
Campaign 1
1. Announcing FSE Email
Ev en t Da te
Ma r ch 7
(Light R e a din g)
Activate March 6, 2007
Reminder :
Non-opens
after 7 days
Email Offer :
Kaon Self -Driving product Demo (will be
replaced by Breeze until available )
Upon Import into Vtrenz – targeting Mar ch 20
Email Offer :
-Vision Paper
-Business Case
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Last Chance Email
Audience: Leads who did
not respond to white
papers offer email and the
reminder.
Offer: Ethernet white papers
Subject Line: Don't Miss Out
on High-Performance
Ethernet
48.3% Open rate
35.7% Click Through rate
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Industry Averages:
Open rate - 30-39%
Click Through rate - 3-5%
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Email Performance vs Industry Averages
Excellent CTR across all email types. Extraordinary CTR as we cultivate!
60%
50%
50%
40%
34%
O/B Offers
Reminders
Follow-Up
Last Chance
Industry
30%
20%
16%
11%
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3-5%
0%
Click Through Rates
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Email
Cultivation
Activities
Developed:
21 emails
3 landing pages
Sent total of
92,639 emails
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Sends
Open Rate
CTR
Email 1 - NA Announcement
23,508
17.9%
9.3%
Email 1a - NA Reminder
19,191
5.5%
14.2%
5,141
20.7%
28.6%
Email 3 - Papers Offer (nonresponders
of 1, 2)
23,193
18.9%
6.8%
Email 3a - Papers Offer Reminder
18,285
6.0%
13.3%
Email 4 - Thank You attending LR
webinar
145
53.8%
21.8%
68
27.9%
42.1%
Email 5 - Missed You at LR Webinar
235
57.5%
25.9%
Email 4a - Missed You Reminder
102
31.4%
40.6%
Email 6 - Papers Thank You's
180
45.6%
41.5%
Email 7 - Papers Offer (new leads)
1,087
36.6%
27.1%
Email 7a - Papers Offer Reminder
502
15.5%
42.3%
Email 8 - Demo Offer
468
32.5%
30.3%
Email 8a - Demo Offer Reminder
278
11.2%
29.0%
Email 9 - Demo Thank You
34
50.0%
29.4%
Email 10 - Interested in FSE
32
59.38
73.7%
Email 14 - Not Interested in Papers
29
48.28
35.7%
Email 2 - EMEA Announcement
Email 4a - Thank You Reminder
Email 15 - Not Interested in Demo
to come
Email 16 - Abandoned Survey
19
42.1%
75.0%
Email 17 - Bus Case Offer
65
36.9%
37.5%
Email 18 - Vision Paper Offer
77
37.7%
55.2%
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Cultivation Only Creates
Happy Accidents…
A $10 Million Lead
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Lastly…
We Measure Everything
and
Report on Very Little
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Quarterly Marketing Report Card for
Executives
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


Opportunities in the Field
Opportunities in Segments
Records Received
Not a Lead
YTD Funnel
Closed Business
Regions for Active Opportunities
Products in Active Opportunities
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Reasons to Believe…
One Marketing SVP on the Executive Committee
 Two Global Marketing VP’s
 20+ Percent Headcount Growth Since 2004
 Never Been Turned Down for a Technology
Investment
 Key Note Speeches in Annual Sales Conferences
 All of our Global Marketing Team are
Integrated in Global, Regional and Major Account
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Under the Hood…
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Tour of Talent…
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Credits/Thank You
Bill Rozier
Ciena
410.865.4911
[email protected]
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